Distinguishing between consumers’ positive and negative affect is a popular approach in both marketing research and practice, but such valence-based approaches sacrifice specificity and explanatory power. As emotions of the same valence can greatly differ with regard to their underlying appraisal patterns, they also differently affect consumer judgment and behavior. Our meta-analysis of 1035 effect sizes ( N = 40,777) across 10 discrete emotions shows that analyzing discrete emotions clearly outperforms models of core affect (valence and arousal) when studying firm–customer encounters. Specifically, we find that the greatest impact stems from the medium-arousal emotion of gratitude and that positive emotions show consistently stronger effect sizes than do negative emotions. We also examine how effects are moderated by situational characteristics of the experience triggering the emotion. Based on our findings, we develop recommendations that help marketers identify and manage consumers’ emotions more effectively.

中文翻译：

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超越效价：企业与客户接触中离散情绪的元分析

区分消费者的正面和负面影响是营销研究和实践中的流行方法，但这种基于效价的方法牺牲了特异性和解释力。由于相同效价的情绪在其潜在评价模式方面可能有很大差异，因此它们也会不同地影响消费者的判断和行为。我们对 10 种离散情绪的 1035 个效应量 (N = 40,777) 的元分析表明，在研究公司与客户的相遇时，分析离散情绪明显优于核心情感（效价和唤醒）模型。具体来说，我们发现最大的影响来自感恩的中等唤醒情绪，并且积极情绪表现出比消极情绪持续更强的影响大小。我们还研究了如何通过触发情绪的体验的情境特征来调节效果。根据我们的发现，我们制定建议，帮助营销人员更有效地识别和管理消费者的情绪。